It’s likely that everyone reading this article knows at least one person with food allergies or perhaps has one or more allergies or intolerances themselves.
Food allergies have become so common in recent decades that they’re a central talking point amongst those in the food industry. Many are eager to find solutions to improve their allergen safety processes and keep their shoppers or diners safe.
Significant changes have been seen in recent years, such as the introduction of Natasha’s Law, which introduced allergen label requirements for businesses selling PPDS foods.
The Food Standards Agency (FSA) is also reviewing further proposals primarily aimed at restaurants as part of the Owen’s Law Campaign’s efforts to improve transparency and protect consumers.
However, many people feel there is more to be done. The statistics we’ve compiled here show that allergy cases are rapidly increasing, and common concerns have been identified among many food-hypersensitive consumers.
Read on to learn about the industry’s most significant allergen issues and how you can improve your allergen management processes.
The Rapid Increase in Food Allergies
Hospital admissions for food allergies tripled in the United States between 1993 and 2006, and in the UK, hospital admissions for anaphylaxis tripled between 1998 and 2018.
There are several potential causes for the rapid increase in food allergies, which we covered in our previous article on the subject. It’s expected that cases will continue to increase: The European Academy of Allergy and Clinical Immunology (EAACI) predicts that half of Europe will suffer from chronic allergies by 2025, with the UK already reaching rates of 44% among adults, according to a 2010 study.
Allergies are a significant source of anxiety for many. As a result, exceptional standards of allergen safety are now expected by food-hypersensitive consumers across the food industry – whether they are shopping, dining in or out.
Consumers with Food Allergies Evaluate the Dangers of Eating Out
Tragedies such as the deaths of Natasha Ednan-Laperouse and Owen Carey, who both passed after inadequate allergen information led to them having a fatal allergic reaction, have highlighted weaknesses in allergen legislation and the dangers of eating out.
Consumers with allergens may feel that they are putting their lives in the hands of staff, and this is a huge responsibility sitting on the shoulders of food safety leaders within these organisations.
While we have seen good progress in increasing transparency and communication for food-hypersensitive consumers, many are still hesitant when eating out and don’t believe they are receiving the accommodations they deserve.
High Speed Training has been researching this issue, using 2024 YouGov survey data from 2,134 participants to develop a report detailing food-hypersensitive consumers’ biggest concerns when eating out.
Of those surveyed, 84% believed allergies to be a serious issue, while the majority of participants thought food businesses didn’t treat them as such.
75% were concerned that there was too much complacency surrounding allergen safety, while 61% believed food businesses weren’t doing enough to accommodate those with food allergies.
The report also highlighted a lack of awareness surrounding the severity of food allergies, with 24% of those surveyed believing the issue has been exaggerated in recent years. 50% of people thought those with allergies are seen as fussy or overstating the severity of the condition.
The research demonstrates that food allergies are a serious and increasingly common issue for a large proportion of the public, and it’s crucial to increase awareness across the industry. Many people with food hypersensitivities may feel anxious or embarrassed when discussing their allergies due to stigma and misconceptions and choose not to mention them at all when ordering food or eating out.
Lack of proactive communication about allergies is an increasing concern, particularly among younger people. Food Standards Scotland research states that many 12-18-year-olds won’t mention their allergies as they don’t want to make a fuss or don’t think it’s important to tell the staff. This issue has recently gained media attention after 23-year-old James Atkinson sadly passed away due to experiencing an allergic reaction to nuts from a pizza he ordered from a takeaway. The takeaway was not made aware of his allergies.
In recent years, we’ve seen steps to improve communication between restaurant staff and diners, such as the FSA launching its ‘Speak up for Allergies’ campaign in 2022, aimed at helping young people feel more confident in stating their allergies and asking for allergen information. Recently, the Owen’s Law Campaign proposed that restaurants initiate a discussion regarding allergies, allowing diners to feel more confident in discussing their requirements.
How Businesses Can Effectively Communicate Allergen Information
It’s clear to food businesses that they must be transparent about any allergenic ingredients in their food and effectively communicate this information to consumers. They are met with various challenges, including cross-contamination, replacements, food fraud, and training of their staff, to mention a few.
Supermarkets, which often sell pre-packed foods like sandwiches, salads, and other ready-to-eat items, must comply with Natasha’s Law. This law, part of the Food Information Regulations 2014, requires clear allergen labelling on pre-packed foods. The 14 main allergens must be clearly emphasised on labels, typically using bold, italics, or different colours.
The recent Owen’s Law Campaign pushes for a change in how duty managers in eateries support food-hypersensitive customers. It suggested that duty managers should have allergy training and include more allergen information in their written communication with customers. You can read through their full proposal on their website. While not legally required, many businesses are addressing these suggestions in a bid to be proactive in their food safety processes.
The benefits of clear communication with consumers go beyond adhering to legislation. Many people with food allergies are loyal to brands they feel they can trust to keep them safe. In the U.S., McKinsey & Company found that 66% of allergen-avoidant food consumers will likely purchase the same brand that meets their expectations. In contrast, brands that market themselves as allergy-friendly have similarly high levels of trust.
By catering to this group, businesses are likely to attract highly loyal shoppers who are willing to repeatedly purchase your products or, in the case of a restaurant, are likely to continue dining at your establishment. Conversely, Anaphylaxis UK found that 87.5% of young people surveyed would leave a food retailer or restaurant if they didn’t have confidence in the allergen information given, showing that poor communication is turning away many potential customers and could result in negative exposure through reviews or word of mouth.
Harnessing Technology to Empower Your Food Safety Team
Even if your business follows all relevant legislation, incorrect allergen communication is still a concern due to errors in allergen data. Many companies use manual checks to detect allergens in food data, but human error is inevitable when entering or checking such large amounts. This allows allergen errors to appear through the cracks and potentially result in food recalls, consumer injuries, or fatalities. Allergen errors falling through the cracks is the problem we, at LibeEat, are here to solve.
LiberEat’s Allergen Error Detection Software operates as a second line of defence for food safety teams by seamlessly integrating with existing processes to identify and correct errors in food labelling, packing, supplier data, ingredient lists, and food supply chain data. Our quick and easy integration allows for minimal disruption to your team’s workflow while boosting operational efficiency with less time spent by your team manually correcting errors.
LiberEat cutting-edge software will allow your business to take a proactive approach to food safety, demonstrating due diligence that goes beyond what’s expected from legislation. By eliminating the risk of harm to consumers, your businesses will be positioned as a leader in food safety thanks to our technology significantly outperforming current industry methods.
LiberEat Allergen Error Detection Software
LiberEat’s unique allergen error detection technology detects errors in allergen data on food packaging, supplier documentation, and menus. This can help protect your customers from the 14 major allergens—find out more about these with our allergen information hub.
Correctly managing and reviewing your allergen data is essential for keeping you and your customers safe. Errors in allergen data can cause potentially devastating allergic reactions and expensive product recalls. Give yourself peace of mind, and contact us to learn more about how LiberEat can help protect your business.
To find out how LiberEat Technology supports food businesses to detect allergens and errors, to protect consumers, click here.
Source
National Library of Medicine | Food allergy among children in the United States
The BMJ | Food anaphylaxis in the United Kingdom: analysis of national data, 1998-2018
High Speed Training | Safe to serve: Public wants more allergy awareness in eateries
Allergy UK | Allergy Prevalence: Useful facts and figures
Food Standards Agency | Advice for teenagers and young adults with a food allergy
New Food Magazine | Inquest reports fatal allergic reaction to takeaway pizza
McKinsey & Company | Consumers with food allergies: A growing market remains underserved